Brand and performance don’t yet know how to work together. Measurement is fragmented, and most marketers are unsure which cultural trends to lean into, or how to turn 'community' from a buzzword into real growth.

In this opening conversation, Paul & Verity cut through the noise and lay out one clear truth: Advocacy isn’t another channel; it’s the growth model that will define the next era of brand building.

Lindsey Gamble, LinkedIn Top Voice & publisher of the widely read Creator Economy newsletter, brings his insights to the stage in this fast-paced keynote.

Expect a live briefing on the shifts every marketer should be watching; the evolution of creators as growth partners, platform changes shaping discovery & conversion, and the cultural signals brands can’t afford to miss.

It’s the Creator Economy newsletter – brought to life, live.

'Brandformance' is discussed as a buzzword. Brands claim they want culture & conversion, but teams still operate in silos. Organic, paid, and influencer strategies don’t align, while campaigns go viral but fail to translate into numbers.

In this conversation, two of the sharpest voices in modern marketing unpack what brandformance actually looks like in practice:

• Ana Andjelic, named one of Forbes’ Most Entrepreneurial CMOs, and now shaping the brand transformation at Esprit.
• Nathan Jun Poekert, strategist and advisor to leading DTC brands, known for his sharp takes on fixing the upper-funnel and uniting organic, paid, and influencer.

Expect cultural insight to meet funnel strategy; unpacking how disruptive brands shape meaning and hit metrics, and what leaders can do to close the gaps inside their own teams.

Our event insiders will learn about these first...

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TikTok trends, creator shifts, cultural signals... marketers are drowning in noise. Which moves matter, and which are overhyped?

In this interactive, game show–style session, some of the sharpest voices in social, culture, and the creator economy take the stage to share bold predictions, call out red flags, and debate what brands should act on – or ignore.

Three rapid rounds keep it fun but focused:

• Hot Takes → one bold prediction for the year ahead.
• Brand Flags → red, green, or beige flags on the latest moves in culture & marketing.
• Watch, Wait, or Walk → which shifts are urgent, which can wait, and which should be ditched.

For the brands breaking through in Advocacy, it’s not a campaign; it’s a belief system. And without embedding it, future growth is at risk.

This live session is about sharing the stories, scars, and proof points behind what it takes to embed Advocacy and real community principles – to show what it takes to move from blueprints to active business systems.